Less is More: Writing Effective Marketing Copy

Less is more. Everyone is familar with this expression — except when they are writing marketing copy.

This comes in handy when a client brings me a novel that needs to somehow fit onto a postcard.

I really dig this article from Lynda Partner at One Degree written last month about trimming off the excess fat in marketing copy. She talks about the difference between writing (which she hilariously calls blah, blah, blah) and writing copy that people will actually read!

Linda put together these 10 tips to help you when writing marketing copy for your company in an article called: Cut the Blah Blah Blah – When Less is the New More.

Here is the abbreviated version. For the full tips, visit Lynda's article above.

1. Start with what your company does and describe your company’s focus in no more than 3 words.
   


2. Before you start writing your next piece, write a summary using less than 100 words.
   


3. After you’ve done your summary, go back and highlight the one thing that you want your reader to remember after reading your piece.
   


4. If your document is going to be more than 500 words, write an outline before you start to keep your thoughts organized
   


5. Use simple words. If you make software, say you make software.
   


6. Once you’ve written your piece, cut at least 1/3 of the words out.
   


7. Count how many times you used your product or company name or the word “we”.
   


8. Find a way to add words that complete this sentence “what this means to you is.....” after every statement you make.
   


9. Let your words sit before you finalize them.
   


10. Go back and chop some more – yes you can do it!
    

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